Know-How Exchange : Taglines/Names

Hi,
My father has owned a photography studio for 10 years in rural northern Michigan where the entire county's population is 27,000. He has had low prices forever and most of his advertising has this as the focus. He therefore attracts alot of people interested only in price and ends up with customers that aren't very profitable.

He does have an incredible competitive advantage. If anyone has ever gone to a professional photographer they know that most of them are not customer friendly at all. First you have to pay for the proofs (even though they just throw them out if you don’t buy them) and charge you a deposit or a fee if you don't return them. Then once you decide on what pictures you do want to order more of you have to figure out what package best fits your needs and always end up with something that's just not right. Many of them will also set a maximum number of clothing or set changes as well as time restraints to the shoot.

'Downtown Studios' allows you to keep your proofs free of charge with every sitting. You can also order as many pictures of whatever size you want, as he does not even offer packages. There are also no restrictions on clothing or set changes and he actually encourages changes because he knows that the more pictures you get the more you will likely re-order.

He really only has two competitors (professional photographers) both of which have been around even longer than he has by at least 10 years and both seem more upscale than he does. There are a few chain studios around as well (wal-mart and jc penny). His target customer is probably seniors first followed by weddings then families and finally special events.

So with all this information, what would be a good new slogan?

Thanks in advance for your valuable time,
Jim